According to Bloomberg, Apple is working on a rental offer for its iPhones which could be announced by the end of 2022 or in the course of 2023. If this system were to point the tip of its nose, it would make it possible to use a iPhone using a simple subscription to their Apple account.
If you follow Apple’s wanderings, you must have realized that Tim Cook’s firm is increasingly relying on paid subscriptions with iCloud+, Apple TV+, Apple Music, Fitness+ and even Apple Arcade. And if tomorrow, rather than a library of films and series or a toy library, a subscription with Apple allowed you to use an iPhone?
This is the idea put forward by the journalist of Bloomberg, Mark Gurman, Apple brand specialist, who says that Apple is currently working on such a solution. initiative “could make owning a device similar to paying a monthly fee for an app”writes this one, claiming to have questioned “persons having knowledge of the file”. This would be a great first for Apple, which has never offered a subscription for anything other than services.
Not the first, but a small change in philosophy
After all, it doesn’t seem so unlikely, in a time when Microsoft is releasing its latest consoles, the Xbox Series S and Xbox Series X, via Xbox All Access subscription. It remains to be seen whether consumers are ready to take this step for a phone.
The advantage for the apple brand is obvious: it would ensure “automatic recurring sales”, highlighted Bloomberg.
But that would not go without a change of philosophy too. Apple would move there towards a form of automatic leasing, which would radically change the way it sells its products. The Cupertino company is indeed accustomed to setting a resolutely high price for most of its devices, then it will tend to let operators or credit specialists offer offers that make it possible to acquire its products. There, Apple would offer a directly turnkey solution.
The determining price
The question of price is therefore central. According to Bloomberg still, it would be less about dividing the price of the iPhone into 12 or 24 months than about paying a cheaper monthly subscription.
Apple is also reportedly discussing the possibility of swapping out the used model when a new iPhone comes out. In the United States, the company has already been offering a system called the “iPhone Upgrade Program” since 2015, which allows you to change your phone every year by spreading the price of an iPhone over 24 months. via a loan. This new offer could also play on the simplification of the process, which would require a simple subscription to an Apple account, rather than taking out a loan.
It should be added that the article in question specifies that the project is still in development, meaning that it will not necessarily go to the end. His announcement could take place between the end of 2022 and during 2023. He recalls in passing that the iPhone represents the major source of revenue for Apple, with 192 billion dollars in turnover last year, more than half of its income. We guess that the subject must be excessively sensitive internally.
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